ZTE takes on the high-end with new smartphone

Chinese state-affiliated everything manufacturer, ZTE, released its latest flagship smartphone, the ZTE Axon on the 21st of July.
In an attempt to add global cachet to its latest offering, the Axon was in fact, first released in the North American market, a week before.
ZTE CEO, Adam Zeng, explained in a presser the America first idea, was a part of its plan to bring its “first ever global flagship to china,” a market where it hopes to return to being a top 3 vendor within the next 3 years.

This ZTE play is only the latest example in a series of moves by local companies, trying to find ways to sustain profits and generate new sales in the wake of the local peak smartphone phenomenon.

The recent trend of local companies appealing to web-saavy, cost conscious consumers through sleek, discounted high performance phones – see OnePlus, Xiaomi, Meizu – has seen increasing amounts of competition from not only new upstarts, but traditional players like ZTE – see Nubia – and Lenovo – see Zuk.

Not only is the mid-level sector being challenged, but traditional players increasingly are going for the big guns and have sought to challenge premium offerings from global stalwarts HTC, Samsung and Apple.

The big question remains though: can the mega-state owned companies of yore move past the poor-quality associations they have cultivated over the last couple of decades?

Can you imagine yourself buying an expensive Lenovo, Huawei or ZTE?

I can’t. At least not yet, I’m still chuffed with my OnePlus 😀 !

Anyways let us know your thoughts by leaving a comment below!